Varo
Varo is a Belgian B2B wholesale distributor founded in 1958 that manufactures and distributes power tools, garden equipment, hand tools, and accessories under the Powerplus, Kreator, and Premion sub-brands to DIY retailers in more than 40 countries.
- Company typePrivate
- Founded1958
- HeadquartersLiers, Belgium
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Varo does
Varo (legally VARO - Vic. Van Rompuy nv) is a Belgian B2B wholesale distributor founded in 1958 and headquartered in Lier, near the Port of Antwerp, with 101–250 employees. The company manufactures and distributes power tools, garden equipment, hand tools, and accessories globally under three owned sub-brands — Powerplus (DIY and garden power tools, nearly 3,000 SKUs), Kreator (hand tools and accessories positioned on price/quality), and Premion (impulse-purchase household and hardware items) — alongside private-label production for DIY retailers worldwide. Products reach end consumers through DIY stores in more than 40 countries, supported by wholly-owned subsidiaries in Barcelona (Varo Iberica, since 2001, serving Spain and Portugal) and Shanghai (quality control and supplier coordination for Chinese production).
Varo firmographics
Firmographics- Name
- Varo
- Legal name
- Varo - Vic. Van Rompuy nv
- Website
- https://varo.com
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Varo is a Belgian B2B wholesale distributor founded in 1958 that manufactures and distributes power tools, garden equipment, hand tools, and accessories under the Powerplus, Kreator, and Premion sub-brands to DIY retailers in more than 40 countries.
- Ownership category
- akta.pro rank
Where Varo is headquartered
LocationHeadquarters
- HQ city
- Liers
- HQ country
- Belgium
- HQ region
- Europe
Offices3 records
Markets served
Varo business model
Business model- GTM type
- B2B
- Offering type
- Services
Revenue model
- Wholesale Tool Distribution: B2B wholesale distribution of power tools, garden equipment, hand tools, and accessories to DIY retailers and hardware stores. Products sold under owned brands (Powerplus, Kreator, Premion) and private labels through wholesale channels.
- Private Label Manufacturing: Manufactures and distributes tools under different private labels for DIY stores worldwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | B2B Wholesale Pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Varo product offering
Product offeringCore offering
The input content provided is corrupted/unreadable and does not contain usable business information about Varo.
Product overview
Varo (VARO - Vic. Van Rompuy nv) is a Belgian company and one of Europe's leading distributors of power tools, garden equipment, hand tools, and accessories. The company operates through three primary sub-brands: Powerplus (DIY and garden power tools), Kreator (hand tools with excellent price/quality ratio), and Premion (impulse sales products for household tasks). Powerplus offers nearly 3,000 products including power tools (drills, grinders, saws, sanders, mixers), garden tools (lawnmowers, chainsaws, trimmers), and accessories, sold in DIY stores across more than 40 countries. Kreator provides hand tools, accessories, gardening equipment, moving/storage solutions, and safety products. Premion focuses on impulse-buy items like household accessories and reading glasses with specialized display concepts. The company maintains offices in Belgium (headquarters), Spain, and China.
Differentiator
Problem solved
Functional benefit
Brands
- Powerplus: Do-it-yourself and garden tools brand offering power tools, garden equipment with quality ranges from occasional to intensive use. The brand celebrated its 30th anniversary in 2025.
- Kreator
- Premion
Quantifiable outcome
- Products present in more than 40 countries
- +2 more outcomes
Companies that use Varo
Customer profileNamed customers1 record
Segments3 records
Varo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Varo partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- HubominorCollaboration on standardized GS1 DIY garden-and-pet data model. Hubo asked Varo to participate in developing a standardized data model for B2B clients to have complete product information overview.
- ContentservcorePIM (Product Information Management) and DAM (Digital Asset Management) system chosen by Varo to optimize, manage and forward product data to clients.
- GS1coreGlobal standards organization for product identification and data exchange. Varo participates in the GS1 DIY garden-and-pet data model for standardized product information.
- Parsionate and PXHminorPIM implementation partners who worked with Qmica and TrustedSource to set up the automated data link.
- Thomas De Gendt / Powerplus Gravel TeamminorThree-year sponsorship partnership where Thomas De Gendt leads the Powerplus Gravel Team, aligning brand with cycling community and outdoor enthusiasts.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Varo competitors and assessment
Company assessmentBroad incumbents
- Stanley Black & Decker: Global tool conglomerate owning DeWalt, Stanley, Black+Decker, and Craftsman brands across power tools, hand tools, and outdoor equipment. Broad incumbent comparable to Varo across the full DIY/pro tool spectrum, though at significantly larger scale and brand tier.
- Bosch Power Tools (Robert Bosch): Bosch's DIY (green) and professional (blue) power tool lines plus Dremel and accessories cover the same cordless platform, garden, and hand tool categories as Varo. Direct competitive overlap at the value tier through Bosch DIY, with significantly deeper R&D and brand investment.
- Makita: Japanese power tool leader with strong cordless LXT platform competing in both DIY and professional segments across Europe. Overlaps with Varo in power and garden tools but at the mid-to-premium tier with much larger brand recognition.
- Techtronic Industries (TTI): Hong Kong-listed parent of Milwaukee, Ryobi, AEG, and Hoover. Ryobi is the closest direct competitor to Powerplus at the DIY value tier with a very deep battery platform; TTI also competes in garden and outdoor. Direct peer at scale with significant distribution overlap.
Direct peers
- Einhell Germany AG: German-listed DIY tool and garden equipment manufacturer with own-brand Power X-Change battery platform sold across Europe. Closest direct peer to Varo by business model, customer base (DIY retailers), scale, and product breadth; competing head-to-head at the value tier.
- Metabo (Kokoro Group, formerly Hitachi Koki):
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Varo social profiles
Digital presenceVaro compliance and trust
Trust signalCompliance1 record
Varo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Varo leadership team
Management profileNumber of profiles
Varo subsidiaries and ownership
Company hierarchySubsidiaries2 records
Varo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Varo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Varo
What does Varo do?
The input content provided is corrupted/unreadable and does not contain usable business information about Varo.
Is Varo a public or private company?
Varo is a private company. It is classified as unknown and is currently operating.
When was Varo founded?
Varo was founded in 1958. It employs 101 to 250 people.
Where is Varo based?
Varo is headquartered in Liers, Belgium, in the Europe region.
How does Varo make money?
Two revenue lines are on record. Wholesale Tool Distribution is the primary driver. The others are private Label Manufacturing.
Who are Varo's main competitors?
Broad incumbents on record are Stanley Black & Decker, Bosch Power Tools (Robert Bosch), Makita and Techtronic Industries (TTI). Direct peers are Einhell Germany AG and Metabo (Kokoro Group, formerly Hitachi Koki).
Does Varo have an API?
No public API is recorded for Varo.